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Link Product Inventory to Paid Search

Posted on 9.17.2012

As the holiday e-shopping season fast approaches, Internet retailers are becoming increasingly concerned about aligning inventory to paid search campaigns. We wouldn’t want to frustrate those potential or existing customers, right?

Digital ad management platform Marin Software announced a partnership with retail technology company Mercent to ensure that retailers are able to link their paid search campaigns to shifting seasonal inventory. The result of course is more efficient campaigns – which ultimately yields increased revenue, improved responsiveness and happier customers.

Marin's Dynamic Campaigns feature works by essentially automating the process of generating and managing CPC ad campaigns based on a feed of current product inventory data from the merchant. Mercent Retail then manages the data feeds within sales channels including eBay, Amazon, Google Shopping, affiliate networks, comparison shopping networks, etc.

"For retailers, aligning search marketing campaigns with large, ever-changing product sets is a daunting task, especially if done manually through Excel," said Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. "Marin Software automates much of the process and by partnering with Mercent retailers are able to efficiently synchronize paid search with product inventory data feeds, leading to more dynamic, revenue generating campaigns."

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